#brandsuitability

Did you know? 

15% of ad spend gets wasted on unsafe inventory. 

Brands lose 30% ROI because of brand safety incidents. 

75% of consumers avoid brands with unsafe ads.  

Brand recall reduces by 25% on unsafe placements. 

That’s the cost of brand safety risks when not taken care of on time. 

Brand safety has become a growing concern for digital advertisers and marketers in 2026. Synthetic, AI-generated content, deepfakes, misinformation, disinformation, and wrong messaging are being spread across large volumes all over the internet. 

If you’re currently managing YouTube Video Action Campaigns within Display & Video 360 (DV360), there’s a significant update on the horizon that you’ll need to prepare for. Started in October 2024, Demand Gen campaigns will become a core feature of DV360. This transition will expand your campaign capabilities, offering enhanced reach, new creative formats, and advanced audience targeting

In this article, we’ll break down what this shift means, how it impacts your current campaigns, and the steps you can take to get ready for the change.

Imagine working countless hours to perfect your brand identity and persona, only to have it decimated in the mind of a potential customer in a matter of seconds.

This isn’t a hypothetical horror story.

Most brand owners and teams spend considerable time and even more effort building their brand. It’s a harsh reality for many brands in the recent past. The culprit? Lack of vigilance to ensure brand safety.

A few years ago, a media buying agency pulled its advertising budgets from YouTube and Google Display advertising platforms because of an article highlighting the appearance of ads next to neo-nazi and other forms of extremist content.

Just like the placement of ads next to ‘wrong’ content is bad for the brand’s perception, placement of the same ads next to complementary content can potentially drive better results. Ensuring the same is known as ensuring brand relevancy in digital advertising.